Decision Making in Online Social Networks

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    A Differentially Private Matching Scheme for Pairing Similar Users of Proximity Based Social Networking applications
    ( 2018-01-03) Sommer, Michael ; Lim, Lipyeow ; Li, Depeng
    The pervasiveness of smartphones has made connecting with users through proximity based mobile social networks commonplace in today’s culture. Many such networks connect users by matching them based on shared interests. With ever-increasing concern for privacy, users are wary of openly sharing personal information with strangers. Several methods have addressed this privacy concern such as encryption and k-anonymity, but none address issues of eliminating third party matches, achieving relevant matches, and prohibiting malicious users from inferring information based on their input into the system. In this paper, we propose a matching scheme that accurately pairs similar users while simultaneously providing protection from malicious users inferring information. Specifically, we match users in a proximity-based social network setting adapted from a framework of differential privacy. This eliminates the need for third-party matching schemes, allows for accurate matching, and ensures malicious users will be unable to infer information from matching results.
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    The Message Influences Me More Than Others: Social Media Metrics, Third-Person Perception, and Behavioral Intentions
    ( 2018-01-03) Chung, Myojung
    This study examines how the presence of social media metrics affect perceived media influence on self and others (Third-Person Perception) and subsequent behavioral intentions to combat an environmental risk. In a between-subjects experiment (N = 241), participants read an article about climate change with or without social media metrics. Results suggest that (a) the presence of social media metrics reverses TPP, (b) social media metrics increase compliant behavioral intentions through mediation by TPP, and (c) need to belong moderates the effects of social media metrics on TPP. Theoretical and practical implications are discussed.
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    Is Negative Feedback Better than No Feedback? The Impact of Social Dynamics on Reviewers’ Review Decisions
    ( 2018-01-03) Shen, Wenqi ; Liu, Yan
    Consumers are increasingly relying on online product reviews when making purchase decisions. While the impact of online reviews on product sales has been studied extensively, only a few studies examine online reviewer’s decision making. This paper directly measures social influences on reviewers’ review decisions as well as on consumers’ voting decisions (i.e. consumers vote for the helpfulness of reviews). Contrary to traditional cognitive evaluation theory, we find that both positive and negative feedback may positively motivate reviewers review behaviors. Receiving negative feedback may pose a challenge to reviewers and indicate the amount of attention the review receives, which could increase intrinsic motivation for reviewers to write new reviews. In addition, our results of the consumer voting decision model show that there is a multi-audience effect among consumers, as voters, who try to balance the sentiment of existing votes.
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    Unique Challenges of Decision-Making Process on Crowdfunding Platforms - An Exploratory Study
    ( 2018-01-03) Lei, Yu ; Yayla, Ali ; Kahai, Surinder
    Crowdfunding gives opportunities to novice entrepreneurs to raise funding for their novel ideas. However, lack of monitoring of projects and funds coupled with the lack of experience of project initiators create high levels of uncertainty for potential funders. In this study, we aim to examine how funders’ decision making process is affected by different types of uncertainty related to the project initiators. Unlike traditional e-commerce where consumers buy a finished product, in patronage based crowdfunding platforms, funders invest in and buy a product that is yet to be finished. This creates a unique uncertainty based on project initiators’ competence. Our results show that uncertainty based on project initiators’ competence and opportunism increase product performance uncertainty. Moreover, the dynamics of project initiator and product uncertainty are affected by the complexity of the product.
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    Introduction to the Minitrack on Decision Making in Online Social Networks
    ( 2018-01-03) Sadovykh, Valeria ; Peko, Gabrielle ; Sundaram, David